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Posts tagged with Segmentation

Are surveys a thing of the past?

Since the rise of social media, companies have been implored to 'listen' to their customers. If you listen, they are told, good things will happen.

The truth, of course, is that most businesses have never been completely deaf to their customers.

Social media has simply created new ways to listen.

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Five big B2B content marketing mistakes

In 2011, marketers began saying that "content marketing is more important than advertising" and given the growth of content marketing in 2012, it would appear that they meant what they said.

And not just in the consumer space. Although selling content marketing to leadership has been a challenge for some B2B marketers, the use of content marketing at B2B organizations is growing rapidly.

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10% of consumers use mobile as their primary device for checking email

Almost 10% of consumers use a smartphone or tablet as the primary device for checking email, according to a new survey by the DMA.

This suggests that desktop clients should still be the most important focus for marketers, however it doesn’t take into account the number of people who check or prioritise their emails on mobile.

Stats published in May shows that more than a third of consumers (36%) read marketing emails on mobile, rising to 55% among 18-34 year olds. 

A separate study found that 33% of respondents said that they use their mobile to screen emails before reading them later on a desktop.

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Why are conversion rates so low? [infographic]

Though the market has grown rapidly, average online retail conversion rates have fallen.

The fact that, for every $92 spent acquiring customers, just $1 is spent converting them has a lot to do with this. 

This infographic uses stats from our fourth annual Conversion Rate Optimization Report, produced in association with RedEye, and looks at the methods used by websites to increase conversion rates...

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Five tips for building stronger B2B email relationships

For many B2B businesses, email is an important channel for marketing to customers and potential customers. And, in many respects, B2B companies have opportunities to use email to build relationships in ways that B2C companies can't.

Yet relationship building is hard, and despite the opportunities email provides as a channel, many companies fail to take advantage.

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Twitter unveils interest targeting, segmentation for advertisers

While Facebook struggles to prove to the world that it can deliver big revenue -- eMarketer estimates the world's largest social network will pull in $1bn less in revenue than previously anticipated -- one of social networking's largest still-privately-held companies, Twitter, is doing what it can to convince advertisers to increase their spend.

The company has several ad offerings, including Promoted Tweets, Promoted Accounts and Promoted Trends, and much to the chagrin of developers, has been making changes designed to ensure that it has the control over the Twitter ecosystem necessary to maximize monetization opportunities.

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10 reasons why outbound telemarketing programs fail

Before the advent of the internet and mobile phones, if you wanted to "reach out and touch someone" it often meant picking up the telephone.

Today, despite the fact that we have more ways to communicate than ever, many companies continue to pick up the phone in hopes that the person they're reaching out and touching will eventually become a customer. In fact, although it may be one of the least sexy marketing channels, telemarketing is for some companies still one of the most effective direct marketing techniques employed.

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Facebook's new enhanced post targeting: what brands need to know

If Facebook is going to keep brand marketers on its side, there's little argument that it's going to have to give them a greater level of insight into their Facebook audiences and campaigns. And when it comes to engaging with all those people who 'like' a particular brand, Facebook is going to have to give marketers a greater level of control.

It appears to be doing just that with new enhanced post targeting functionality that is being rolled out to Facebook Page admins.

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IBM identifies four 'digital personalities' to help segment media audiences

IBM has identified four new types of digital consumers that media providers should target to improve digital revenue streams.

The ‘Beyond Digital’ report states that the new behaviours of connected customers - which include social viewing, distracted viewing and digesting on-demand content – have greatly impacted media providers.

It suggests that content cannibalisation is reducing demand for certain types of content and “digital revenue streams have proven weaker than traditional revenue streams as consumer expectations move from content ownership models to content accessibility models.”

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Visibli wants to help marketers better segment their Twitter followers

Between Facebook and Twitter, marketers have access to hundreds of millions of consumers around the world.

That, for obvious reasons, has helped make social media one of the hottest areas for marketing investment in the past several years.

But social media marketing isn't without its challenges. Audience doesn't always equate to reach, and reach doesn't always produce ROI.

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Groupon testing new VIP service, but will it help merchants?

Everyone loves a deal, and group buying companies like Groupon have cashed in on that in a big way.

But as a publicly traded company, keeping the momentum going is a must for Groupon, which is not only facing competition from other group buying services like Living Social, but which is also trying to keep consumers and merchants happy as daily deal fatigue sets in.

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Psychographic targeting in B2B marketing

There are so many ways to segment an audience and target your messages – by job title, industry, seniority, behaviour... But there's an important dimension that's often ignored by B2B marketers: psychographics.

How different prospects feel about things can guide your segmentation, offers and creative. The trick is to find ways to get your psychographic targets to identify themselves so you can market to their specific biases.

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